2.1 Session learning outcomes

After studying this session, you should be able to:

• appreciate the contribution of behavioural economics in understanding your customers
• understand how behavioural economics and neuromarketing predict customer responses
• understand how consumer culture theory can offer insights into customer behaviour.

Figure 4 Marketing and consumption have been a feature of human activity since the dawn of trade

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An image of a shopper browsing in a clothes shop.

Figure 4 Marketing and consumption have been a feature of human activity since the dawn of trade